Challenge Family introduces sustainability program: global partnership Soles4Souls to reduce waste

Knowing that CHALLENGEFAMILY has a big impact on the triathlon community, it introduces a sustainability program. One of the first of multiple goals of this program is not only to create awareness on the challenges that our planet is facing, but more specifically to waste reduction. “Unless action is taken, global waste will increase from 2.01 billion tonnes in 2018 to 3.4 billion tonnes in 2050. We see this as a worrying development, which we would like to counteract where we can”, said by CHALLENGEFAMILY CEO Jort Vlam.

To begin their fight against waste, CHALLENGEFAMILY is setting up a global partnership with Soles4Souls who turns gently worn shoes and clothing into opportunity by keeping them from going to waste and putting them to good use: providing relief, creating jobs and empowering people to break the cycle of poverty .”Therefore we would like to invite all our athletes from all over the world to bring their redundant or gently worn shoes or garments to our races, where we are collecting as many as possible and then passing it onto Soles4Soules. We ourselves have just made our first donation already and we look forward to donating more in the future. By giving your used shoes and garments a new home, you will not only help reduce the amount of waste going to landfill, but you will also help to fight poverty and provide empowerment to entrepreneurs in developing countries. Of course this project is only the beginning of our waste reduction plan and we are excited to embark on this journey with our beloved athletes, our family.”

With the sustainability program, CHALLENGEFAMILY is not only staying true to the company’s values of aspiration, innovation and authenticity, but they are also reinforcing their core in which they are driven by the same thing that drives athletes. “The passion to push limits, to perform at our best and to enjoy what we do in style. We are looking forward to continuously grow, learn and improve together with our whole family. Therefore, we acknowledge our obligation to act as a responsible organization, which ensures that all of our current family members and all of our future family members have the opportunity to live on a healthy, clean planet. We are making it our priority to minimise our impact on the environment while creating a legacy that each and every race contributes to.”

Do you want to know more about this project? You can find the announcement video here.


CHALLENGEFAMILY is one of the fastest growing global triathlon series. With almost 40 full and middle distances in 26 different countries, CHALLENGEFAMILY is changing the face of triathlon around the world. Due to spectacular courses in iconic destinations, no CHALLENGEFAMILY race is like another. Focusing on delivering the race of a lifetime to athletes of all ages and abilities, CHALLENGEFAMILY races provide memorable experiences that capture all the excitement and emotions of this inspirational sport.

About Soles4Souls

Soles4Souls turns unwanted shoes and clothing into opportunity by keeping them from going to waste and putting them to good use: providing relief, creating jobs and empowering people to break the cycle of poverty. Headquartered in Nashville, Tennessee, the organization repurposes products to supply its micro-enterprise, disaster relief, and direct assistance programs. With locations and warehouses across three continents, Soles4Souls has been able to distribute more than 40 million pairs of shoes in 129 countries since 2006. Visit for more information.